Your Guide to Post Purchase Review Emails & Why You Need Them

Your Guide to Post Purchase Review Emails & Why You Need Them


There’s more to email marketing than just increasing your sales or driving traffic back to your website. Used correctly, your emails can also encourage customers to give you valuable information about your products, services, and brands.

Post-purchase review emails offer an opportunity to nurture your leads and discover what people think about the things you sell.

Post-purchase touchpoints refer to the interactions you have with customers after they’ve bought something from you. These days, maintaining a relationship with your audience is incredibly important – even if they might not buy something again for a while.

Through conversations with your existing customers, you can collect details about your sales process that allow you to improve your future revenue. What’s more, you can also ask for reviews to make your company more appealing to future clients. Remember, 85% of consumers trust online reviews just as much as a personal recommendation from a friend.

What are Post Purchase Product Review Emails?

Product review emails are more valuable to your lead nurturing campaign than you might think. Asking for testimonials improves your relationship with customers that have already shown interest in your brand. This improves your chances of turning one-off customers into brand ambassadors.

When they read reviews, clients have an opportunity to learn more about your products and services. More often than not, your customers seek this information out by themselves. People will look up your products online or check out your social pages to see what people are saying about you. Requesting email reviews is your chance to encourage consumers to say more positive things about your company.

The good news is that most of today’s buyers are happy to share their thoughts on your brand. A BrightLocal survey found that of 74% of consumers asked to write a review, 68% were willing to do so. All you need to do is give your clients an avenue through which they can share their thoughts.

Email is the perfect solution. car review request

Studies show that up to 80% of reviews come from post-purchase touchpoints like email.

Here’s your guide to post-purchase product review emails.

Clever Ways to Ask for Reviews: Types of Product Review Email

The first thing you’ll need to do is figure out what kind of reviews you’re going to ask for.

To some extent, this will depend on the relationship you already have with your customers. Long-standing loyal clients that have signed up for your newsletter, and regularly visit your blog are more likely to give in-depth reviews. On the other hand, for new clients, a simple star-rating system might be the best solution. Some of the types of product review email you can try include:

  • Create a quick survey to get a customer’s thoughts on a recent purchase. Simple multi-choice questions and 1-5 ratings are a good idea. Most clients won’t want to spend too much time on a long form.
  • Social ratings: Ask your customers to share what they think about you on your social media page. This is an excellent way to collect qualitative data. In other words, you can find out why your clients feel a certain way about your product.
  • UGC: Ask your clients to provide an in-depth review, video, or picture on your website or social pages.

Remember, regardless of the kind of email you choose, focus on making it as easy as possible for your customers to complete your request. According to the Spiegel Research Centre, brands get better reviews when they email their clients a direct link to submit their thoughts. For instance, the beauty company Ulta allows customers to review multiple products at once:

Post Purchase Review Emails - Ulta Example

Choose Your Timing Carefully: When to Send Product Review Emails

Only 3% of customers say that they don’t need reviews to make a purchasing decision. The more testimonials you have, the more you can convince on-the-fence leads to convert.

One of the most important things you can do with post-purchase product review emails is to make sure that you get the timing right. Send a request for a review too quickly, and your client won’t have had the time to experience the product fully. Send your email too late, and your customer is unlikely to feel motivated enough to interact with your brand.

New purchase to review on Etsy

According to studies by Power Reviews, the best time to use your post-purchase touchpoints will depend on the kind of products or services that you sell. Here are some basic guidelines to follow:

  • For seasonal goods: National holidays, birthday-related purchases, and back-to-school investments require companies to send follow-up emails as quickly as possible. Get in touch no more than 7 days after the purchase.
  • Perishable goods: Entertainment, and food purchases also need reasonably-quick interactions. To allow the customer to fully experience the product, try a schedule of 14 days or less.
  • Hard goods: For hard purchases like homewares, furniture, and even electronics, it pays to wait a little longer before asking for a review. Experts recommend sending an email after 21 days, so you can ensure your client has used the product before asking them to tell you about it.

Keep Emails Short, Simple and to The Point

If you’ve checked out some of the review request templates on the web today, you’ll know that some of them are lengthier than others. While some companies suggest telling your customers why you need their testimonials, the truth is that the shorter your request is, the better. The average attention span of human beings is shrinking. In the age of social media and digital transformation, you can’t afford to waste time.

Your post-purchase product review emails should include the following things:

  • A thank-you for their purchase
  • An obvious call to action (e., “Click here to leave your review”)
  • Links to multiple review options (e., Google reviews, your website, and social media)

When sending review request emails, avoid adding anything “extra” to the message that may divide your customer’s attention. Remember, the goal here is to get feedback. Don’t dilute your content by including links to your website, your latest blog, and recent case studies too.

A simple sentence or two is all it takes. As you can see in the example from “A Little Find” above, the shortest emails are sometimes the most effective.

A Little Find "Please Write a Review" request

Remember to Personalize and Incentivize

Just because you need to get to the point quickly with your post-purchase touchpoints, doesn’t mean you shouldn’t be making your customers feel special. Remember, shoppers expect custom experiences from brands throughout their buying journey. Using the customer’s name in the email, and even showing them a picture of the product they previously bought can be enough to make your request more personal. Something as simple as a personalized subject line leads to 26% higher open rates in your emails.

If you’re struggling to encourage reviews and you need something to push your customers to act, then you can also try simple incentives. Avoid using discounts on your products to drive reviews, however. You need your customers to know that the item they bought was worth its full price. Consider offering a free coupon code instead. Another good option is to enter customers that provide a testimonial into a bigger giveaway. This reduces the number of incentives you need to give out.

Sometimes, people just need a little push to convince them that they should be spending their precious time interacting with your business. Incentives like the free drink provided by G2 crowd in the email above are a great way to get the ball rolling. The use of the client’s name and the friendly tone also help to strengthen the relationship that the customer and company have begun to build.

Free coffee G2 Crowd email

Make the Most of your Subject Lines

35% of email recipients decide whether to open an email by looking at the subject line. If your subject line isn’t effective, then you’ll lose your chance of a great testimonial straight away.

Usually, the best way to start your product review emails is by asking your customers how they’re enjoying their new purchase or thanking them for their custom. Saying something like “How does that new outfit look?” in your subject line is much more compelling than, “leave us a review please.”

Treat your post-purchase touchpoints as opportunities to start new conversations with your customers. This will ensure that you not only source helpful feedback but show your customers that you value their opinion too. All customers like to feel special.

When your customer opens your email, make sure that you continue delivering that intimate, personal experience. For instance, in the example from BioClarity below, the company lets their customer know that their feedback is “super important.” What’s more, the open-ended question encourages a more in-depth testimonial too.Nourishing Essentials email review request


Listen and Respond to Your Reviews

When a customer decides to deliver the testimony that you ask for, they want to feel as though they’ve been heard. Around 53% of customers say that they expect a response to their reviews within 7 days or less.

The more you can convince your community that you’re taking what they’re saying on board, the more comfortable they’ll feel giving feedback in the future. If you get a positive review, all you need to do is say thank you and let your client know that you’re happy that they’re enjoying their purchase. If you get a negative review, then you need to respond as quickly and carefully as possible.

Remember, don’t try to sweep your bad comments under the rug. We all have unhappy customers to deal with sometimes. Hiding your poor reviews just makes future clients suspicious of you. Around 95% of consumers say that they feel suspicious when there are no bad reviews online about a business.

Use your bad reviews as an opportunity to grow, and show your audience how committed you are to them. If you respond to a negative review well and demonstrate that you’re willing to go above and beyond to fix the problem, then you’ll benefit from greater credibility. You’ll also have an opportunity to learn which factors could be stopping you from reaching your full potential.

A poor review with a positive company response

Make the Most of your Testimonials

Finally, once you’ve sent out all of your product review emails, and collected a host of testimonials in response, it’s time to make the most of your feedback. Search through customer messages to find the most positive reviews and feature them on your website, alongside corresponding products. This will give consumers the information they need to make a purchase when browsing your site.

Reviews also have the power to improve your SEO ranking. Testimonials make up around 13% of the elements that Google relies on to make search ranking decisions according to some studies. Some other ways to use your reviews include:

  • Adding them into emails when you’re promoting a specific service or product. This social proof could consist of your click-through rates and conversions in your next campaign.
  • Build landing pages for specific products and host reviews on that page to encourage action. If you’re collecting email subscriptions via a landing page, testimonials about the value of your content can be particularly useful.
  • Post reviews on social media with the permission of your customers to promote your services and products. You can even @mention the client responsible for the feedback to prove your authenticity.

Don’t Underestimate Social Proof

Reviews are a powerful way to upgrade your email marketing strategy, drive traffic to your website, and improve customer/company relationships. The more social proof you gather, the more you can convince your future clients that you have value to offer. What’s more, by asking for and responding to feedback, you show your current community that you’re committed to delivering the experience they want.

The good news is that often, gathering reviews is as simple as making a quick email request. Adding product review emails into your messaging campaign is a straightforward and reliable way to make sure that you’re gathering as much useful information from your customers as possi


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